After 11 years, Surf House of Carolina Beach is preparing to close one chapter and begin another, under the direction of chef and owner Craig Love.

This is the last week that Love and his team will serve the Surf House menu. Following service on Saturday evening, they will take a holiday break through Dec. 28. They will run a limited menu Dec. 29 and 30, and a prix-fixe menu on the 31st, before opening Jan. 1 as Coast: Craft Cocktails & Calabash.

Love said he felt the rebrand was necessary since Surf House had earned a very specific reputation for the type of food and experience they provided. He said he didn't want a couple that was planning an anniversary dinner or special occasion to walk in and not realize ahead of time that there had been a change of concept.

“The idea is for us to bring people back to quality Calabash and make them fall in love again with this style of seafood made famous by this area of the country and state,” Love said.

Love and his team at Coastal South Hospitality Group, including partner Annalee Johnston, spent the last six months developing and considering projects while evaluating the impact of COVID-19.

Coastal South Hospitality Group also owns another Carolina Beach eatery, The Southerly Biscuit Co., which specializes in biscuit breakfast sandwiches and baked goods.

”We had two restaurant models that were performing completely differently during this period,” Love said. “The Southerly Biscuit Co. has exceeded sales goals, while restrictions on dining were turning Surf House into a vulnerable and untenable operation. So, we turned to Coast as a consideration for our Pleasure Island community and felt it would fill a niche that currently isn't represented here -- and most importantly, it had the greatest probability of surviving (and digging out of) the hole brought on by COVID.”

Love plans to announce the menu for Coast this weekend, but hinted that it will include a selection of Calabash favorites as well as a lobster roll and some vegetarian items.

“Without a doubt this is a completely different experience than what we are known for; however, with our success at the Southerly, we feel like there is a version of takeout that we can add to a quality dine-in experience that will hopefully mean we can thrive in what is going to be a very changed restaurant landscape,” Love said.

Love said he’s aware that others in the business are facing similar decisions.

“The last year has been such a volatile course for our small business brethren and the reality is, it won't culminate just because there is a vaccine arriving,” Love said. “There is still some carnage to come I fear, and while everyone's math is different, this was a required change on our part.”

Love said his entire team has been instrumental in shaping the new concept and he credits the staff of The Southerly and Surf House with being 100% eager to contribute to the development of the new model. All of the current staff will remain on board as the restaurant transitions to Coast.

For updates on Coast as well as the menu release, visit eatatcoast.com or follow @eatatcoast on Instagram.

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